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Posted about 4 years ago

How to Leverage Communication to Get the Maximum Number of Deals

If you want to maximize the number of deals you make per year, you need the perfect blend of technology and personal touch in your communications. Here’s how we do it.

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We are lucky to live in a time where there are many communication methods available to us. For real estate professionals, this makes communicating with prospects much easier. But there’s a fine line between what’s “easy” for you and what will actually bring you results.

We’ve spent a lot of time fine-tuning our communication strategy to get the perfect blend of efficiency and personal touch. It all comes together with our seven stage prospect funnel where we find leads, turn them into prospects, and ultimately make a deal with them.

Here’s how it works...

Using technology (the right way)

When it comes to a prospect funnel, there are five types of communication you’ll be using:

  • Technology: This is any type of automated communication—like sly broadcast, text blasts, or robocalls.
  • Phone: Yep, this means picking up the phone and actually calling someone.
  • Text Messages: This means a personal text message that you manually send to a prospect from your phone.
  • Email: This also refers to a personal email that you’re sending from your email address—not an automated newsletter.
  • In-Person Meetings: Face-to-face meetings are important! This is one of the most crucial forms of communication in the prospect funnel.

These different methods all have their strengths and weaknesses. The most important thing is learning when and how to use each type of communication to get the best results. Now let’s get into how these all fit into the seven stage prospect journey.

Stage 1: Technology

If you were to look at the prospect funnel as an actual funnel, the top (widest) part of the funnel is where you use technology. Technology should only be used to get prospects to respond to you. You want to use technology to send out mass communications to people that might be interested in what you’re doing—and the goal is simply to get them to respond.

Now, before you start using technology to communicate you should first look into your state laws. There are many laws around how you can use automated communications and what you can and can’t do. Each state is different, so make sure you do your homework—but chances are, there will be some form of automated communication you can use for this stage.

Stage 2: Phone

Once someone has responded to your automated communication, you want to get them involved personally. As soon as they respond, they’re moved to the next stage of the funnel—which is when you pick up the phone and call them. (Crazy, right?)

This can be done by you, someone on your team, or even a virtual assistant (if you train them correctly). The phone call is important because it establishes a personal connection and allows you to introduce some new information to them. The goal of this call is to determine whether they are a good fit for your business and if they should go to the next stage of the funnel.

Regardless of who is doing this call, you should always be using a script. We have scripts that we give to all of our Associates, but you can always make your own—the important thing is that you have a plan when you get on the phone! Don’t just go into it on a whim.

Stage 3: Email

Now that you’ve made a real connection with your prospect, you want to follow up via email.

Why? Because email is best used for clarifying information. Now that you’ve talked to this prospect, you need to explain how everything works. The best way to do this is to send an email that clearly lays out all the information they need to understand to move forward in your funnel.

At this point, you can also use text messages. Text messages should only be used to confirm and move people through the funnel, though—never to introduce new information or clarify information. Just try explaining how a lease-purchase agreement works via text message and you’ll see why we’ve implemented this rule! (Spoiler alert: it’s not easy.)

Stage 4: Back to the phone

At this point in the funnel, we’re getting into the nitty-gritty stuff. You’ve developed a personal connection with this prospect, so it’s a great time to get back on the phone and touch base with them on some of the specific details of their property. This also allows you to set them up for the next stage of the funnel…

Stage 5: The in-person meeting

The time has come to meet this person! You can do this virtually, but I can guarantee you’ll have more success with in-person meetings. At this point, you want to sit down with them—likely at the property—and answer their questions. But, even more important, this is your chance to vet them and make sure they’ll be a good fit for the deal. I’ve written about this before, but always trust your gut here! If it doesn’t feel like a good fit—it probably isn’t.

Stage 6: Everything!

You’re now at the point where you’re trying to get the property under contract. That means you should be giving it all you’ve got—as in, hitting them with whatever communication method makes sense. The important thing is to use them in the right way.

Need to introduce some new information? That’s a phone call.

Need to explain or clarify something? That’s an email.

Need to follow-up or confirm with them? That’s a text message.

And there you have it. Using this method (or something like it) will allow you to get the most out of your communication. This method is the perfect blend of technology—which allows you to efficiently reach more people—and personal touch—which helps you convert more of your prospects. Just see what happens when you try it in your business.

Do you have questions about how the seven stage prospect funnel works? Need help with your communication strategy? I’d love to chat about it.



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